Theory Of Planned Behavior Analysis

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This paper presents three persuasion theories that can help guide the design of behavior change campaigns campaigns: The Theory of Reasoned Action, the Theory of Planned Behavior, and the Associative Networks Theory. As communication practitioners, it is critical to understand these concepts, because they provide the background to craft messages that encourage people to change their behaviors about different topics.
Specifically, the Theory of Reasoned Action assumes that intention determines behavior. Behavior, in turn, is formed by an individual’s attitude toward a behavior and the perceived social pressure to perform the action (Fishbein & Ajzen, 1975). However, because Theory of Reasoned Action only takes into account volitional behaviors, Ajzen (1988; 1991) developed the Theory of Planned Behavior to explain that there are situations where the actor doesn’t have total control over intentions. As a result, Ajzen (1988; 1991) postulated that internal factors, such as knowledge or skills, and external factors, such as obstructing factors, may hamper and individual’s ability to engage in …show more content…
The Theory of Planned Behavior differs from the Theory of Reasoned Action because it recognizes that not all actions or behaviors are intentional (Gass & Seiter, 2015). Specifically, Ajzen (1985; 1991) introduced the concept of perceived behavioral control to explain that not all actions are under a person’s control.
The Theory of Planned Behavior suggests that two main factors directly affect a person’s control over a behavior: internal and external factors. Internal factors include a lack of knowledge, motivation or skills to perform a behavior. External factors involve impeding factors that prevent individuals from engaging in an intended behavior, and people’s confidence in their ability to successfully executing a behavior (Gass & Seiter,

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